复旦大学：《营销管理》课程讲义_Ch. 06 Consumer and buyer behavior（II）

Consumer Behaviora How and why People Buy Zou Deqiang, Ph. D School of Management, Fudan University Apri2,2008

1 Consumer Behavior: Consumer Behavior: How and Why People How and Why People Buy Zou Deqiang, Ph.D. School of Management, Fudan University April 2, 2008

Two Broad Dimensions of cB The Why of consumer behavior >Last session The "How of consumer behavior This session Coherent ways > Introspective method Retrospective method Prospective method Prescriptive method O Copy rights reserved, Zou Deqiang

2 2 © Copy rights reserved, Zou Deqiang Two Broad Dimensions of CB • The “Why” of consumer behavior ¾Last session • The “How” of consumer behavior ¾This session • Coherent ways ¾Introspective method ¾Retrospective method ¾Prospective method ¾Prescriptive method

The Why: More Interpretive Cell phone Flip phone or Bar phone? The motivation Functional concern or ? O Copy rights reserved, Zou Deqiang

3 3 © Copy rights reserved, Zou Deqiang The Why: More Interpretive • Cell phone ¾Flip phone or ¾Bar phone? • The motivation ¾Functional concern, or ¾… ?

Behavioral Learning Theories Learning responses to external events “ Black box >Observable behavior Classical conditioning instrumental conditioning Stimulus Consumer Response O Copy rights reserved, Zou Deqiang

4 4 © Copy rights reserved, Zou Deqiang Behavioral Learning Theories • Learning = responses to external events ¾“Black box” ¾Observable behavior • Classical conditioning & instrumental conditioning Stimulus Consumer Response

Classical Conditioning Ivan Pavlov °CS+Ucs= response WATCH YOUR Over time: CS= response cUs了oMES Brand names as Cs RESPOND Music, humor, imagery CS first. then UCs PLAy" AVLOVS DOG”GAME! O Copy rights reserved, Zou Deqiang

5 5 © Copy rights reserved, Zou Deqiang Classical Conditioning • Ivan Pavlov • CS + UCS = response ¾Over time: CS = response • Brand names as CS • Music, humor, imagery • CS first, then UCS PLAY “PAVLOV’S DOG” GAME!

Models of Classical Conditioning Unconditioned Stimulus Unconditioned Response Conditioned Stimulus Bel AFTER REPEATED PAIRINGS: Conditioned stimulus Conditioned Response Bell Salivation O Copy rights reserved, Zou Deqiang

6 6 © Copy rights reserved, Zou Deqiang Models of Classical Conditioning

Models of Classical Conditioning Unconditioned stimulus Dinner aromas Unconditioned Response Salivation Conditioned Stimulus 6 o'clock news AFTER REPEATED PAIRINGS: Conditioned Stimulus Conditioned Response 6 o'clock news Salivation 7 O Copy rights reserved, Zou Deqiang

7 7 © Copy rights reserved, Zou Deqiang Models of Classical Conditioning

a process by which individuals observe how others behave In response to Observational Learning certain stimuli and reinforcements also known as modeling or vicarious learning

8 Observational Observational Learning Learning A process by which individuals observe how others behave in response to certain stimuli and reinforcements. Also known as modeling or vicarious learning

Observational Learning We watch others and note reinforcements they receive for behaviors Which restaurant to visit? Maybelline or Cd lipstick? MAYBELLINE

9 9 © Copy rights reserved, Zou Deqiang Observational Learning • We watch others and note reinforcements they receive for behaviors ¾Which restaurant to visit? ¾ Maybelline or CD lipstick?

Observational Learning The consumer a n reeltime so effecTive observes a CLeareR SKin posItive response In u<LIa rlt sluh evern.av by two teens n iusf one daY O Copy rights reserved, Zou Deqiang

10 10 © Copy rights reserved, Zou Deqiang The consumer observes a positive response by two teens. Observational Learning